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The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy by Kim Ann King

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6. Targeting and Personalization

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Creating relevant experiences for prospects and customers can lead to higher content consumption rates, a better perception of the vendor that results in enhanced brand reputation, and, most important, higher conversion rates. This is accomplished primarily through targeting and personalization.

B2B targeting is mostly done to personalize content on websites, in e-mail campaigns, and across advertising networks. The amount of personalization you can undertake is limited only by the data you have—the more information you have and the more accurate it is, the more personalized an experience can be. But before you ...

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